The wind of smart home has been blowing for several years, and after a small climax broke out in 2014, it has been in a state of tepid development. Sexual progress. Not long ago, famous financial person Wu Xiaobo published an article saying that the era of smart home has arrived. This is a visible vent, so is the wind coming really?
In the first quarter of 2018, several smart home financings appeared one after another. Many companies have been tempted to try to speed up capital and strategic layout. It seems that there are signs of an outbreak, but from the big-level market feedback and According to consumer research, the penetration rate and penetration rate of smart homes have not reached the expectations of the industry before, and even a long distance.
Why has the high-end smart home vents been blowing for so long and has not achieved a real explosion? How to catalyze The advent of the smart home era? There are three main suggestions:
one: rooting in the local market, breaking the product Homogenization
There are countless products on the market for smart homes, door locks, speakers, monitors, rice cookers, The washing machine can be described as a dazzling array of flowers. However, it is not difficult to find out by careful observation that there is actually a small difference in the seemingly rich categories, and the homogenization of products is serious.
A typical phenomenon is the explosion of smart speakers, starting with Amazon Echo and two years after technology The giants have entered the field of smart speakers one after another. From GoogleHome, Microsoft Invoke, Apple’s HomePod, Baidu’s DuerOS, Ali’s Lynx, Xiaomi’s AI speakers, Tencent’s smart speaker ears, and small and medium-sized startup products
Smart speakers became the entrance and standard for smart homes overnight. But with so many kinds of smart speakers, the functions are nothing more than a few. Getting together to develop and produce homogenized products will only accelerate the saturation of the market. The end result is that the company is in a self-sustaining mode, and consumers do not buy it.
The fundamental solution to this problem is that enterprises must develop and innovate according to market demand and their own characteristics. Type products. For example, regarding the speaker product, taking Amazon Echo as an example, its usage scene is mostly in the kitchen, and exists as the background music for the American housewife to adjust the atmosphere when cooking. This is because American kitchens are mostly open kitchens, and their cooking is quiet compared to Chinese frying and cooking, which is suitable for listening to music, which has even become part of the Western kitchen culture.
By contrast, most of China is a closed kitchen, a small family model of a family of three, no The social group that forms the western housewife is busy with work or entertainment at night, and rarely uses audio, which limits the market development of smart speakers to some extent.
but this does not mean that it has no market in China, on the contrary, according to the billion euro think tank research institute According to the market research of smart speakers and the hot scenes of the 100-box battle last year, smart speakers have a lot to offer in China, but they need to make efforts in product differentiation and develop smart speakers that meet the needs of China’s domestic market. Not only that, the product function can increase innovation, not limited to listening to music, reading materials, news, but also can develop weather, check holidays, check stocks, translate, control home appliances, set alarm clocks, ask time and other functions, and even provide O2O services. , including shopping, takeaway, taxi, voice notes, etc.
On the aspect of product innovation, how the brain is novel is not an exaggeration. Of course, homogenization is a common problem in the entire smart home industry, not limited to smart speakers.
2: Strengthening connected thinking and breaking product fragmentation
Smart home products are many and miscellaneous, and even more terrible is that they are all separate and unrelated. This is a headache for consumers. Obviously, we can’t control other brands’ home appliances on Mijia APP, and we can’t use Ali’s smart speakers to control Mi’s products. Consumers need to weigh, and whether the products they buy can work with other brands they like. Compared to buying an Android or buying an Apple phone, thisThe choice is even more difficult.
The current smart products on the market are mostly operated in isolation, and need to install their own APP for control, first It is cumbersome to say that the various types of software already in the mobile phone will be affected. Once the mobile phone is stuck or the network is smashed, these smart home appliances become vases. The original advanced feeling disappears instantly, the TV can’t be opened, the song can’t be heard, and the rice is uncooked.
In solving the problem of product fragmentation, Haier relies on a complete set of things to make people a smart home. The landing made an effort. In the future, the real smart home is a complete system of its own set. The major smart home manufacturers should learn the thinking of Haier’s complete set of things, and break the limitations of the small object voice control and the layout of a single desk.
In addition to strengthening the connection between things and things, we must also enhance the interaction between people and machines. Some smart products are forgotten because they lacked interaction after trying to be fresh. For this problem, manufacturers can strengthen innovation in product development, and increase human-computer interaction and enhance user stickiness through various interaction modes such as hearing, vision, touch and smell.
3: Enhance user experience and increase product security and practical value
The essence and goal of smart home is to provide people with a safer, more comfortable, convenient and efficient life. It makes no sense. In order to cater to the market, some home furnishing companies advocate the concept of intelligence. The products produced ignore the user experience and design many seemingly cool but flashy functions. Not only do they not bring convenience to consumers, but they are redundant and cumbersome.
For consumers, any unremarkable product defect can be a fatal pain point, a lot of intelligence The product market is selling well, but the utilization rate is still to be considered. The reason is that many young consumers buy products based on curiosity and freshness, but because of the poor experience, they are idle after a few attempts. For example, the recent popularity of kitchen appliances in the popular market, dishwashers, professional institutions survey shows that in recent years, dishwasher sales have exploded, becoming a new position for companies to compete for layout, but the consumer usage rate on the other side is not high, for Many, such as complicated operation, too long cleaning time, too much noise, not clean, easy to break up items.
For example, it is a sweeping robot that is used to save energy. It is noisy and can’t be cleaned up. It is a common problem. After using it, you have to manually clean the dust box to the trash can. Instead, it is awkward, and there are even potential dangers such as being twisted by wires and hitting children. What’s more, some intelligent products such as intelligent monitoring and smart door locks have many security vulnerabilities, leaking personal information and privacy, and become a tool for criminals to steal data.
So, the real smart home needs to return to the human text, user-centric, increase product safety performance And practical value, before putting into production, from the user’s point of view and the height of the industry, rather than the smart scorpion, the essence is the growth of immediate performance. Moreover, the eyes of the masses are sharp. Once they understand the essence, they will naturally stay away from it. Enterprises want to live for a long time, and avoid this kind of self-defeating business.
smart home as a whirlwind that has not been able to break out, in addition to the above three main reasons, low demand High prices, different industry standards, mixed products, and insufficient technical level are also important factors affecting their development. Therefore, as a producer of the enterprise, while boldly innovating and solving problems, we must also take into account the user experience and market feedback, and do a good job in market research before the development of new products and production, so that the products truly enter the public and bring people life. Convenience, to promote industry development and social progress as the ultimate goal, rather than staying within the company’s self-satisfaction and market marketing momentum. Source: billion euros net, author: Zhang
(Shenyang Building Material provided) <
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